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Shortly after accepting the offer to become Chief Executive Officer of the newly created SKF Bearings Services in 1987, Goran Malm, long a proponent of market driven change at SKF, defined his mission: ''trouble free operations''. Rather than simply make and sell bearings, which SKF, the world''s largest bearing company, had excelled at, SKF Bearing Services was to offer customers ''solutions''. Quickly selecting his key team members, Malm set about instituting a market driven approach throughout his division, which was responsible for handling the vehicle and industrial aftermarket. Push through distributors and pull through advertising and the creation of ''maintenance support centres'', which he called ''service factories'', were key to implementing the change process.This case is part of a series which includes (A) and (C) cases (IMD-5-0383 and IMD-5-0385) and ''SKF Bearings: Market Orientation Through Services'' (IMD-5-0376). There is a German translation available ''D591-020-1''. This case was previously numbered 591-020-1.